engleski

Dynamics of Internal and External Environment and It's Impact on Marketing Strategy

This study aims at broadening understanding about dynamics of internal and external environment and its impact on marketing strategy in order to improve environment analysis and marketing strategy adaptation in theory and practice. The dynamic research was conducted on Croatian fast-growing small and medium businesses SMBs (“gazelles”), having in mind their important role in national economies, as well as the insufficient research of SMBs in transitional and/or small countries. This study elaborates eight internal factors (business entity size, life cycle stages, technology and product innovation, organizational features of autonomy, centralization and formalization, market roles and type/importance of goals) and five external factors (general state of the economy, sector, market type/size, customer type and size). Except for autonomy, sector and customer type, all other factors show significant changes during the researched period. The research confirms not only the significant changes in marketing strategy, but also the significant impact of three internal factors (product innovation, autonomy and type/importance of goals) and all external factors on marketing strategy and its changes.

Dynamics; Internal and external environment; Marketing strategy; Small and medium businesses (SMBs)

nije evidentirano